Chesterfield Antique Mall

Project Scope

Logo Refresh, Branding, Promotional Product Designs

About the Client

Chesterfield Antique Mall is a large warehouse full of unique treasures, vendor booths, and timeless antiques. Customers visit the store to browse and shop and the client also posts items for sale online through Facebook Marketplace and virtual auctions.

The Challenge

The challenge was to update the existing branding to honor the brand recognition of the black and white color palette and rooster being used for the last 12 years, while modernizing the look and attracting all kinds of buyers driving by and online. The client wanted to update the store’s sign and order some promotional products to sell in the store, such as t-shirts, hats, stickers, and water bottles.

My Design Process

Step 1: Research and Create a Mood Board

Step 2: Create Concepts and Share with the Client

Step 3: Incorporate client feedback and finalize design

Step 4: Expand color palette

About My Solution

When touring Chesterfield Antique Mall, I noticed a number of unique vintage signs throughout the store. I gathered reference images of these signs featuring a variety of fonts, colors, and layouts and used them as inspiration for the initial logo concepts. I wanted to retain the imagery of the weathervane rooster, as it reflects the kind of antique items customers might find in the mall. However, I redrew the icon in a simplified style to ensure it would scale well across print materials, merchandise, and digital applications. Because the mall also celebrates its history since opening in 2014, I incorporated “Est. 2014” as a subtle milestone marker. After reviewing the concepts together, the client and I agreed that the circular logo direction felt the most clean and modern while still honoring the black-and-white brand recognition of the original logo. I also introduced a set of secondary accent colors to complement the black-and-white palette, giving the brand more flexibility for promotional products sold in the store.